Google is committed to make search better, but not necessarily by doubling down on SGE and other AI integrations. There are many reasons for this, but the two most important are that the cost of generating AI search results is much higher and secondly, Google makes money with ads, and Google has yet to figure out how SGE and ads can happily work together. The prediction is that Google is evolving “regular” search in areas that are commercial to e.g. compete with Amazon and at the same time exploring options for how AI can be leveraged for more informational queries. Based on a vast amount of search and anonymous user data, Marcus will share what Google is using in terms of ranking factors, why it cannot and won’t be all AI and will show major changes the search and SEO industries can expect to see in the next 6-12 months.